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MCAD 2009 - Future of Advertising: session #02 recap
 

MCAD 2009 - Future of Advertising: session #02 recap

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Here's an edited recap of my in-class presentation for the second session of the "Future of Advertising" course at the Minneapolis College of Art and Design (MCAD). This week's topic was "Building ...

Here's an edited recap of my in-class presentation for the second session of the "Future of Advertising" course at the Minneapolis College of Art and Design (MCAD). This week's topic was "Building your portfolio for the future." Please note the Creative Commons license. Thanks.

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    MCAD 2009 - Future of Advertising: session #02 recap MCAD 2009 - Future of Advertising: session #02 recap Presentation Transcript

    • The Future of Advertising Class #ADV 3041-01 | Spring 2009 | Mondays 1-6pm | Rm 416 Instructor: Tim Brunelle SESSION #02—FEBRUARY 2 BUILDING YOUR PORTFOLIO FOR THE FUTURE Creative Commons Attribution & Non-Commercial License
    • Today: Review your portfolios + my old books Talent Zoo article: Your first portfolio Job acquisition rules BREAK Rory Sutherland video BREAK Guest speaker: Joseph Rueter Next steps
    • An early portfolio of mine, circa 1994
    • http://www.talentzoo.com/news.php?articleID=1493
    • Job acquisition rules—in order of priority: 1. Ideas first.™ 2. Quality of thought + execution (i.e. craft) 3. Quantity of media, style + challenge That’s just the barrier to entry. 4. Personality (i.e. “Why you?”) 5. Connections, timing + opportunity Now you’re in the door. 6. Closing the sale + follow up
    • Job acquisition rules—in order of priority: 1. Ideas first.™ 2. Quality of thought + execution (i.e. craft) 3. Quantity of media, style + challenge Do you have outstanding ideas? Are they well-crafted? Is the work clear and compelling across every piece in the book? Have you demonstrated a knowledge of various media beyond print and TV? Have you shown an ability to work in more than one style or type of client?
    • Job acquisition rules—in order of priority: 4. Personality (i.e. “Why you?”) 5. Connections, timing + opportunity Assuming you get this far, the next question is, “What makes you tick?” Meaning, how do you do what you do, and will your working style mesh with the team you might join? Quite a lot has to do with luck, but also with pleasant tenacity and smarts to know where you would fit in best, given your character and your portfolio.
    • Job acquisition rules—in order of priority: 6. Closing the sale + follow up If you’ve managed an interview, please prepare for it. Mr. Google can help. So can a friend who pretends to be your boss and runs a mock rehearsal interview. Afterwards, don’t forget to say, “Thank you.” Perhaps even connect via LinkedIn or elsewhere.
    • Rory Sutherland (Ogilvy UK) video
    • Guest speaker: Joseph Rueter http://josephrueter.com
    • PORTFOLIO get one up
    • PORTFOLIO get one up WHAT ARE PEOPLE ASKING? • Can you Communicate? • What’s your process? • Do you have personality? • Do you know yourself? • Can I find your stuff? • Do I like you?
    • PORTFOLIO get one up CAN YOU COMMUNICATE? • Is it easy and pleasant to interact with you? • Do you bring a distinct and articulate perspective? • Can you give and take in the process? communicate > process > personality > you > others
    • PORTFOLIO get one up WHAT’S YOUR PROCESS #2 • How did you get there? • Can you do it again? • It’s not just great work... • Problem finding and solving? • Do you provoke interaction? • Can you change minds? communicate > process > personality > you > others
    • PORTFOLIO get one up WHAT’S YOUR PROCESS #3 •I can teach you a new trick in _______ CS4. • Technical stuff is a commodity • It’s a tutorial away. • Howdid you decide to do what you did? • Why does what you did matter? communicate > process > personality > you > others
    • PORTFOLIO get one up DO YOU HAVE PERSONALITY? • Where is it? Is it good? • Can I find it? • Are you intentionally anonymous? • “I see you have _____. Why?” communicate > process > personality > you > others
    • PORTFOLIO get one up CAN I FIND YOUR STUFF? • Was it easy to find? • What’s there to be found? • Were you open and inviting? • Does it provoke intrigue? • Does it lead to conversation? communicate > process > personality > you > others
    • PORTFOLIO get one up HOW TO MAKE IT • Always in beta • Make it with your skillz • Doesn’t matter where your stuff is, link to it. • Build something • Use existing services
    • PORTFOLIO get one up STILLS • behance.com • deviantart.com • threadless.com • flickr.com
    • PORTFOLIO get one up MOTION • youtube.com | blip.tv • vimeo.com • viddler.com | seesmic.com • qik.com | ustream.com mogulous.com | justin.tv
    • PORTFOLIO get one up PERSONALITY • Linkedin • Facebook • Twitter • Blog • Slideshare • Friendfeed • et al
    • PORTFOLIO get one up TECHNOLOGY • From scratch vs. • Template purchase vs. • Wordpress.com or .org vs. • Indexhibit.org/ • Extendr.com • Netvibes.com
    • Thank you, Joseph!
    • NEXT: Monday, February 9: “Evolution of advertising and the people + roles in the ad agency” 1. Guest speaker: Scott Litman (Magnet360) 2. Guest speaker: Alan Wolk [dot] com CATFOA (6:00pm) http://catfoa.blogspot.com 3. First assignment will be handed out usefullunacy.typepad.com tim_brunelle@mcad.edu
    • Thank you. Creative Commons Attribution & Non-Commercial License